دانلود رایگان مقاله ظهور عصر طلایی روابط رسانه: چگونه حرفه ای روابط عمومی با رسانه جمعی ارتباط برقرار می کنند

abstract

The article reviews the status of media relations in Europe while it reflects the upcoming media shift from mass mediated communication to own produced and delivered content by strategic communicators. The literature review echoes the changing media landscape from the PR practitioner’s point of view: Whereas the 20th century gave birth to different kind of media relations, the highly networked and fluid ways of content re-production, dissemination and therefore the co-construction of meaning became much more important for all kinds of organizations and their public relations practitioners as well as marketeers. Referring to these new forms of mediatized content,the final section ofthe literature review introduces the concept of strategic mediatization as a new practice supplementing and/or replacing old media relations. Based on the theoretical ground stressed out in the literature review, an empirical study was carried out based on a quantitative survey among 2253 communication practitioners across Europe. The survey results emphasize a strong shift from the prevalence of mass media to owned media especially in Western and Northern Europe. However, the rising importance of new content practices is considered important in all European regions alike. Nevertheless, the study identifies large gaps between the considered importance and the usage of these new media relations practices.

5. Discussion

Public relations has double connections with the traditional mass media. On the one hand, mass media are social institutions monitoring the behavior of organizations and their (ab)uses of power (in whatever form: cultural, economic, or political). In that sense, they are the Fourth Estate (next to the original state legislative, executive, and judicial powers). They must be observed and respected. The results of our study clearly illustrate that this is how large, joint-stock companies treat them. On the other hand, the traditional mass media are like organizations’ cost-efficient surrogates for interpersonal communication with large audiences (markets and publics): they are intermediaries between organizations and their stakeholders, they may be said to be extensions of organizations’ own communication systems. As advertisers see it, traditional mass media bring and sell their audiences to organizations, but in that process they also perform a role of gatekeepers, performing agenda setting, framing, and priming, and agenda building, cutting, and melding. As massive and cost efficient communicative surrogates for interpersonal communication, traditional mass media are organizations with their own cultures and structures. When developments in information and communication technology (ICT) substantially altered, i.e. lowered the costs of media creation, production, and distribution, it was only a matter of time before organizations started bypassing traditional media organizations by interacting directly with their stakeholders (markets and publics). While nonprofit organizations with the least resources are at the forefront of this trend, there can be no doubt that media relations is entering a new phase of its development. For the twentieth century we can say that it was monocultural in terms of its reliance on the traditional mass media trio (press, radio, and television), while in the twenty-first century we can see an emergence of multicultural forms of media organization (paid, earner, social, owned, mobile, wearable. . .).